In 1918, Etienne Valton, son of Petit Bateau founder Pierre Valton revolutionised the underwear world by cutting the legs off traditional long johns. It was the birth of pants as we know them today, a product that earned the brand the Award of the Grand Prix of the World Exhibition in Paris in 1937.

Video by Elsa Muse

To celebrate the 100th anniversary of its classic pants, Petit Bateu is inviting its customers to create their own version of the design. Until 28 January 2018, customers from Spain, France, the UK, Germany, Austria, the Netherlands and Japan can enter the contest on the brand’s site, and can create new panties by choosing from a range of colours, trimmings and details.

The winners of the competition, titled ‘Les cent ans de la culotte’, will be selected by a panel of judges including the brand’s artistic director Carole Caufman; Bertrand Guyon, style director at Schiaparelli; Brune de Margerie, editor in chief of fashion at Elle France; and fashion blogger Elsa Musa, who is also an artistic director. The six winners will receive a cash prize of 3,000 euros and a 1,000 euros gift card.

Each winning design, plus a style created by Elsa Musa, will be produced and launched by the brand each week from 1 July in all Petit Bateau across the world, as well as online. That way, the brand will multiply its marketing initiatives throughout 2018 to celebrate the 100th anniversary of one of its best-selling products.